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Successful producers know that quality, local insurance leads are vital to ongoing success.

Funny how the pen that writes up an order for new business is always tethered to the phone.

And today that phone is tied more and more to the internet.

The internet is rapidly changing. Insurance agents thirsting for relevant insurance leads need a competitive advantage. While a competitive advantage based on paying for every lead on a per lead basis can be effective, it means you are tied to:

1. Your own cost outlay (and budget) for each and every lead

2. The number of leads any given vendor can supply.

But, an alternate strategy for successful insurance agency marketing exists. No, not alternate--parallel. No insurance agent carries just one line; it would cripple the agency's income. Multiple lines mean multiple chances to connect with customers.

Lead generation should work the same way. Your insurance marketing efforts should combine more than one tactic to put you in front of your customers.

And this is where search marketing comes in. Local search.

A recent stat shows that Google will soon account for 30% of all online advertising. Why? Because companies will pay good money to be in front of the right prospective client at the right time. And, they'll pay even more money to get in front of that prospect with the right message at the magic moment in time.

That's what you can do with successful search marketing It's not easy, but it can be sustainable. Unlike pay per lead, a strong natural search campaign, coupled with thoughtfully placed paid search efforts can send your agency sales soaring.

Search can really be your best referrer.

Craig Lutz-Priefert is Vice President of an insurance lead generation firm. MorePolicies.com provides insurance marketing services for local insurance agents MorePolicies.com also provides quality natural insurance leads and agent-engineered websites.